Leo Burnett Quotes

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Leo Burnett

Profession : Businessman

Birth : October 21, 1891

What helps people, helps business.

Leo Burnett

I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.

Leo Burnett

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

Leo Burnett

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Leo Burnett

Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

Leo Burnett

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

Leo Burnett

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Leo Burnett

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

Leo Burnett

To swear off making mistakes is very easy. All you have to do is swear off having ideas.

Leo Burnett

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

Leo Burnett

There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'

Leo Burnett

I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.

Leo Burnett

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Leo Burnett

Too many ads that try not to go over the reader's head end up beneath his notice.

Leo Burnett

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

Leo Burnett

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.

Leo Burnett

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

Leo Burnett

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.

Leo Burnett

I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

Leo Burnett

There is no such thing as a permanent advertising success.

Leo Burnett